The effects of video marketing
86% of businesses use video as a marketing tool, increasing slightly from 85% in 2020.
This is the high point in a general story of video usage growing which can be traced back to 2016 (the first time we asked this particular question in this way).
What's more, 93% of marketers who use video say that it's an important part of their marketing strategy — an increase from 92% in 2020, making this the highest percentage of any year since 2015.
Perhaps most strikingly, 87% of video marketers reported that video gives them a positive ROI — a world away from the lowly 33% who felt that way in 2015. This could well be attributed to greater understanding of how to use video, as well as how to track and quantify its impact.
Most marketers feel that video is a great investment for lead generation. 84% of video marketers say video has been effective for generating leads, up 1% from 2020.
Nearly eight out of ten marketers feel that video has a direct, positive impact on sales.
94% of marketers agree that videos have helped increase user understanding of their product or service, with 43% reporting that video has reduced the number of product support calls their company has received.
On measuring success, most marketers (63%) consider video engagement the top metric. Views or plays were a close second (58%).
While only 29% of video marketers consider sales as a measurement of success, 78% report that video marketing has improved their company’s bottom line — meaning that videos will have a positive impact even if the focus remains on other metrics.
Download the stats and more with the Wyzowl State of Video Marketing 2021 Report